ABSTRACT
Traditional policy solutions to the obesity epidemic, despite their usefulness, generate strong resistance because they are perceived as restricting choice and stifling business. Traditional industry response, food reformulation, is mistrusted on both hedonic or health grounds and can lead to overeating because of "health halos." More fundamentally, obesity is largely driven by ever-increasing food portion sizes. To encourage people to prefer-and pay for-smaller portions, one strategy is to add small sizes to the range available, making the old "small" a "medium". Most people choose large portions because they are good value and will not leave them hungry. Ask people to remember the sensory experience that they had when eating hedonic food has led school kids, French and American adults, and restaurant customers to choose the smaller portions of desserts that were actually the best size for eating enjoyment. Fat and calories information also made people choose smaller desserts but feel bad about it, reducing their willingness to pay for experience.
